Félix & Norton: A Return That Tastes Like Nostalgia
Thirty years after delighting Montrealers —and perfuming a whole generation with chocolate-chip goodness—Félix & Norton is making a big comeback! Two new shops, one on Sainte-Catherine and another in Boisbriand, plus the return of its legendary food truck in Old Montréal, are rekindling sweet memories while piquing the curiosity of a brand-new audience.
Media orchestration by Espace M
In partnership with Prospek for strategy and creative, our team crafted a media ecosystem as generous as that first bite of a warm cookie:
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Out-of-home: a superboard on Highway 15 and a network of bus shelters to announce the reopening.
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Metro presence: dominations in key downtown stations to capture daily foot traffic.
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Geo-targeted digital audio: short spots on Spotify, Cogeco, and Bell Audio served near the points of sale.
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Multichannel digital offensive: social, display, and video content highlighting the brand’s comfort-food appeal, with an e-commerce push for the online shop.
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On-the-ground activations: collaborations with content creators and exclusive behind-the-scenes footage to anchor the campaign in the daily lives of Gen Z and millennials.
Each placement was calibrated around a telling insight: more than one person in two associates comfort food with stress- and anxiety-management. We intercepted them on their commutes with bold out-of-home and reached them at other key moments—music streaming and social scrolling—to amplify the craving.
What’s next
The campaign will keep unfolding all summer, from impromptu tastings in front of the food truck to steady visits in-store. At Espace M, we’re proud to have orchestrated this delicious media presence, helping Félix & Norton take another big bite out of Montréal’s urban life—one cookie at a time.
